Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- Slow decline in sales
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- Figure 1: Fan chart forecast of cable and satellite sales from video subscriptions, at current prices, 2008-18
- Share to remain largely static between cable and satellite
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- Figure 2: Cable and satellite share of sales, 2013
- XFINITY largest provider
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- Figure 3: Carrier share of subscribers, August 2013
- Internet video services becoming more competitive
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- Figure 4: Reasons for not subscribing, August 2013
- The consumer
- Mature market offers limited room for growth
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- Figure 5: Intent to subscribe, by age, August 2013
- One in four subscribers open to changing service
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- Figure 6: Interest in switching providers, by age, August 2013
- Price far and away lead reason for changing service
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- Figure 7: Interest in switching carriers to acquire a cheaper service, by age, August 2013
- What we think
Issues and Insights
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- Is the future a la carte?
- Issues
- Insights
- Are online subscriptions hurting sales?
- Issues
- Insights
- Sports programming: a solution or a problem?
- Issues
- Insights
Trend Application
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- Inspire Trend: The Nouveau Poor
- Inspire Trend: Influentials
- Mintel Futures: Generation Next
Market Size
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- Key points
- Subscriptions peaked in 2011
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- Figure 8: Cable and satellite sales, at current prices, 2008-18
- Figure 9: Cable and satellite sales, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 10: Fan chart forecast of cable and satellite sales, at current prices, 2008-18
Market Segmentation
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- Key points
- Overview
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- Figure 11: Cable vs. satellite sales, at current prices, 2008-18
- Cable
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- Figure 12: Cable sales of video subscriptions, at current prices, 2008-18
- Satellite
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- Figure 13: Satellite sales of video subscriptions, at current prices, 2008-18
Competitive Context
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- Key points
- Besieged by internet VOD
- sVOD creeping up list of reasons for not subscribing
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- Figure 14: Reasons for not subscribing, by age, August 2013
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- Figure 15: Reasons for not subscribing, by presence of children in household, August 2013
Leading Companies
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- Key points
- Comcast top provider overall and at high-end
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- Figure 16: Pay TV provider, by household income, August 2013
- Figure 17: Pay TV provider, cable/satellite and telco, by age, August 2013
Innovations and Innovators
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- ESPN goes freemium on Apple TV
- Viggle rewards viewers
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- Figure 18: DIRECTV promotion of Viggle service, 2013
- XFINITY Insider, Optimum Rewards put loyalty in sight
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- Figure 19: Participation in pay TV loyalty programs and sweepstakes, by age, August 2013
- TWC on-boards Roku
- DIRECTV gets exclusive
- XFINITY gets its game on via partnership with EA
- Verizon offers sports-free
Marketing Strategies: DVR, VOD, and Streaming
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- Overview
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- Figure 20: Use of TV everywhere and provider apps, by age, August 2013
- DISH Anywhere
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- Figure 21: DISH Network Boston Guys “Bat” television ad, 2013
- DIRECTV
- Launches “Genie” DVR
- Nomad becomes GenieGO
- AT&T continues to rethink possible
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- Figure 22: AT&T Total Home DVR “Rooms” television ad, August 2013
- Verizon updates FiOS for out-of-home streaming
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- Figure 23: Verizon Flex View VOD “NHL Playoffs” television ad, 2013
- Xfinity touts ‘The Most Live Sports’
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- Figure 24: Xfinity “Most Live Sports—Mattress” television ad, September 2013
- TWC TV ventures outside of the home
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- Figure 25: Time Warner Cable “Enjoy Better—On Demand” television ad, September 2013
Social Media
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- Key points
- Key social media metrics
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- Figure 26: Key performance indicators, September 2013
- Market overview
- Brand usage and awareness
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- Figure 27: Brand usage and awareness of pay TV brands, August 2013
- Interaction with brands
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- Figure 28: Selected AT&T U-verse Twitter Mentions, September 2013
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- Figure 29: Interaction with pay TV brands, August 2013
- Online conversations
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- Figure 30: Online mentions, selected pay TV brands, Sept. 23, 2012-Sept. 22, 2013
- Where are people talking about pay TV brands?
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- Figure 31: Mentions, by page type, selected pay TV brands, Sept. 23, 2012-Sept. 22, 2013
- What are people talking about online?
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- Figure 32: Mentions, by type of conversation, selected pay TV brands, Sept. 23, 2012-Sept. 22, 2013
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- Figure 33: Major areas of discussion surrounding selected pay TV brands, Sept. 23, 2012-Sept. 22, 2013
- Brand analysis
- TWC
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- Figure 34: TWC key social media indicators, September 2013
- Comcast XFINITY
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- Figure 35: Comcast XFINITY key social media indicators, September 2013
- DIRECTV
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- Figure 36: DIRECTV key social media indicators, September 2013
- DISH
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- Figure 37: DISH key social media indicators, September 2013
- Verizon FiOS
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- Figure 38: Verizon FiOS for key social media indicators, September 2013
- AT&T U-Verse
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- Figure 39: AT&T U-Verse key social media indicators, September 2013
Household Subscription
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- Key points
- Eight in 10 on board
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- Figure 40: Subscribers, cord-not-connectors and cord-cutters, by household income, August 2013
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- Figure 41: Subscribers, cord-not-connectors and cord-cutters, by age, August 2013
- One in five planning to subscribe
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- Figure 42: Intent to subscribe, by age, August 2013
- Figure 43: Intent to subscribe, by presence of children in household, August 2013
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- Figure 44: Intent to subscribe, by gender, August 2013
- Older and higher-income subscribers settle in for longer
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- Figure 45: Tenure and satisfaction with current service, by age, August 2013
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- Figure 46: Tenure with current service, by presence of children in household, August 2013
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- Figure 47: Tenure with current service and perception of value in changing service, by household income, August 2013
Premium Services
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- Key points
- Premium channels
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- Figure 48: Subscription to premium movie channels, by household income, November 2012-June 2013
- DVR and PPV
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- Figure 49: DVR penetration, PPV access, and PPV usage, by household income, November 2012-June 2013
- VOD
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- Figure 50: Access to video-on-demand, by household income, November 2012-June 2013
- Figure 51: Frequency of use of video-on-demand, by household income, November 2012-June 2013
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- Figure 52: Access to video-on-demand, by age, November 2012-June 2013
- Figure 53: Frequency of use of video-on-demand, by age, November 2012-June 2013
Changing Providers
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- Key points
- Interest in switching peaks among 25-34s
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- Figure 54: Intent to switch provider, by age, August 2013
- Figure 55: Intent to switch provider, by presence of children in household, August 2013
- Contract status
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- Figure 56: Contract status, by age, August 2013
- Savings lead reason for changing service
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- Figure 57: Reasons for wanting to switch provider, by age, August 2013
- Figure 58: Reasons for wanting to switch provider, by household income, August 2013
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- Figure 59: Reasons for wanting to switch provider, by lead reason for changing service, August 2013
- DIRECTV, U-Verse carry momentum in potential acquisitions
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- Figure 60: Pay TV provider, by subscribers considering a change of service, August 2013
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- Figure 61: Satisfaction with current provider, by provider, August 2013
- Figure 62: Providers under consideration for switching service, by age, August 2013
- Lowest price does not always carry provider selection
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- Figure 63: Attitudes to price and brand, by household income, August 2013
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- Figure 64: Attitudes to price and brand, by age, August 2013
- Referrals and rewards
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- Figure 65: Participation in retention services, by age, August 2013
- Older subscribers more likely to be principle decision maker
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- Figure 66: Principle decision maker for service, by age, August 2013
- Figure 67: Principle decision maker for service, by gender, August 2013
- Ad selection as a premium service
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- Figure 68: Ad selection as a motivation for changing service, by age, August 2013
Impact of Race and Hispanic Origin
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- Key points
- Asians skipping out
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- Figure 69: Subscriptions, cord-not-connectors and cord-cutters, by race/Hispanic origin, August 2013
- Figure 70: DVR ownership and access to pay-per-view, by race/Hispanic origin, November 2012-June 2013
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- Figure 71: Access to video-on-demand, by race/Hispanic origin, November 2012-June 2013
- Age drives differences
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- Figure 72: Select attitudes and behaviors related to pay TV, by race/Hispanic origin, August 2013
- Figure 73: Reasons for wanting to switch provider, by race/Hispanic origin, August 2013
Appendix – Additional Data by Demographic Groups
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- Providers under consideration for switching service
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- Figure 74: Providers under consideration for switching service, by gender, August 2013
- Figure 75: Providers under consideration for switching service, by household income, August 2013
- Leading Providers
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- Figure 76: Pay TV provider, by race/Hispanic origin, August 2013
- Premium channels
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- Figure 77: Subscription to premium movie channels, by age, November 2012-June 2013
- Interest in switching
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- Figure 78: Intent to switch provider, by race/Hispanic origin, August 2013
- Figure 79: Intent to switch provider, by household income, August 2013
- Attitudes to price and brand
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- Figure 80: Attitudes to price and brand, by gender, August 2013
- Figure 81: Attitudes to price and brand, by presence of children in household, August 2013
- Use of TV everywhere and provider apps
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- Figure 82: Use of TV everywhere and provider apps, by presence of children in household, August 2013
- Figure 83: Use of TV everywhere and provider apps, by household income, August 2013
- DVR providers and DVR/PPV access
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- Figure 84: DVR service provider, by age, November 2012-June 2013
- Figure 85: DVR service provider, by race/Hispanic origin, November 2012-June 2013
- Figure 86: DVR service provider, by household income, November 2012-June 2013
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- Figure 87: DVR service provider, by age, November 2012-June 2013
- Figure 88: Access to pay-per-view and DVR, by age, November 2012-June 2013
- PPV — types of programming watched
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- Figure 89: Type of pay-per-view programming watched, by household income, November 2012-June 2013
- VOD — types of programming watched, and watching frequency
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- Figure 90: Type of video-on-demand programming watched, by household income, November 2012-June 2013
- Figure 91: Type of video-on-demand programming watched, by age, November 2012-June 2013
- Figure 92: Type of video-on-demand programming watched, by race/Hispanic origin, November 2012-June 2013
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- Figure 93: Frequency of use of video-on-demand, by race/Hispanic origin, November 2012-June 2013
Appendix – Additional Tables by Current Provider
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- Figure 94: Attitudes to price and brand, by current provider, August 2013
- Figure 95: Future providers under consideration, by current provider, August 2013
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- Figure 96: Reasons for wanting to switch provider, by current provider, August 2013
- Figure 97: Use of TV everywhere and provider apps, by current provider, August 2013
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- Figure 98: Select attitudes and behaviors related to pay TV, by current provider, August 2013
- Figure 99: Intent to switch provider, by current provider, August 2013
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Appendix – Additional Tables by Custom Cross Analyses
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- Figure 100: Satisfaction with current provider, by principle decision maker and length of tenure, August 2013
- Figure 101: Attitudes to price and brand, by principle decision maker and length of tenure, August 2013
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- Figure 102: Attitudes and behavior related to pay TV service, by principle decision maker and length of tenure, August 2013
- Figure 103: Participation in retention servi ces, by principle decision maker and length of tenure, August 2013
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- Figure 104: Providers under consideration for switching pay TV service, by principle decision maker and length of tenure, August 2013
- Figure 105: Pay TV provider, by principle decision maker and length of tenure, August 2013
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- Figure 106: Reasons for wanting to switch providers, by principle decision maker and length of tenure, August 2013
- Figure 107: Use of TV everywhere and provider apps, by principle decision maker and length of tenure, August 2013
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- Figure 108: Select attitudes and behaviors related to pay TV, by principle decision maker and length of tenure, August 2013
- Figure 109: Participation in pay TV retention services, by principle decision maker and length of tenure, August 2013
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Appendix – Consumer Tables by Generation
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- Figure 110: Attitudes to price and brand, by generations, August 2013
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- Figure 111: Select attitudes and behaviors related to pay TV, by generations, August 2013
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- Figure 112: Reasons for wanting to switch providers, by Millennials vs. non-Millennials, August 2013
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- Figure 113: Reasons for not subscribing, by Millennials vs. non-Millennials, August 2013
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- Figure 114: Use of TV everywhere and provider apps, by generations, August 2013
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- Figure 115: Primary decisionmaker and contract status, by generations, August 2013
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- Figure 116: Participation in retention services, by generations, August 2013
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Appendix – Social Media
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- Brand usage and awareness
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- Figure 117: Comcast Xfinity usage or awareness, by demographics, August 2013
- Figure 118: Time warner cable (TWC) usage or awareness, by demographics, August 2013
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- Figure 119: Verizon/Verizon FiOS usage or awareness, by demographics, August 2013
- Figure 120: DirecTV usage or awareness, by demographics, August 2013
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- Figure 121: DISH usage or awareness, by demographics, August 2013
- Figure 122: AT&T/AT&T U-verse usage or awareness, by demographics, August 2013
- Activities done
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- Figure 123: Pay TV related activities done, by provider, August 2013
- Figure 124: Comcast Xfinity – Activities done, by demographics, August 2013
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- Figure 125: Time warner cable (TWC) – Activities done, by demographics, August 2013
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- Figure 126: DirecTV – Activities done, by demographics, August 2013
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- Figure 127: DISH – Activities done, by demographics, August 2013
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- Figure 128: AT&T/AT&T U-verse – Activities done, by demographics, August 2013
- Online conversations
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- Figure 129: Online mentions, selected pay TV brands, Sept. 23, 2012-Sept. 22, 2013
- Figure 130: Mentions, by page type, selected pay TV brands, Sept. 23, 2012-Sept. 22, 2013
- Figure 131: Mentions, by type of conversation, selected pay TV brands, Sept. 23, 2012-Sept. 22, 2013
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- Figure 132: Major areas of discussion surrounding selected pay TV brands, Sept. 23, 2012-Sept. 22, 2013
Appendix – Trade Associations
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